What Germany's second largest beauty manufacturer is getting right — and wrong.
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“Which meant there was definitely much greater focus on bigger ideas,” she said. “He also took the view that if a product doesn’t work quickly, it’s not going to work. And they were also super smart with their marketing. It was a shift from being boring to being quite funky. That made a massive difference.”“Syoss resonated unbelievably well with the German consumer, because it was perceived as a professional brand in a big bottle and at an affordable price.
Last year, about 70 percent of Henkel’s beauty sales were from hair care, and of that, one-third was professional and the remainder retail, including care, color and styling. Approximately one-quarter came from body care, such as deodorants, shower gels and soaps, and then some 5 percent from oral care.
She pointed out the top five beauty players trade in every or almost each product class. Yet even in those two, Henkel is not leading in either. Kline rankings show Henkel is fifth in the U.S. hair care and U.S. toiletries markets, where Dial is a force in personal cleansing.
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